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Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion

Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion Alaska Seafood Marketing Institute Purpose This power point is designed to help you and your retail partners design an Alaska Canned & Shelf-Stable promotion.

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Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion

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  1. Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion Alaska Seafood Marketing Institute

  2. Purpose • This power point is designed to help you and your retail partners design an Alaska Canned & Shelf-Stable promotion. • Please feel free to use this as a base presentation. Insert your branded products, price lists, and contact information.

  3. Why Alaska Canned & Shelf-Stable Salmon? • Convenient and easy to use • No pre-planning required • Heart-healthy meals in minutes • Year-round availability

  4. Canned & Shelf-Stable Salmon Campaign Overview • Timing: Winter 2005-2006 • Two Distinct Target Audiences: • Traditional Consumer • Latino Consumer • Tactics: • Full page magazine advertisements in National Publications • Latino Radio Spots in 8 Markets • In-store POS • Websites

  5. Target Audience • Traditional Consumer: • Target Traditional users for incremental purchase • 55 yrs old+, low to medium income • Latino Consumer: • Target high Hispanic/high Traditional CDI markets using crossover retailers (retail chains with high Hispanic population and high traditional canned salmon customer base). Ex. Fiesta Mart, HEB • Women 18-49 who already use canned protein

  6. Traditional Market Print Advertising Overview • New Canned Salmon Advertisement, with three perforated recipe cards will appear in two highly recognized national consumer publications as a thick, two-sided insert

  7. Traditional Audience Consumer Advertising Overview

  8. Hispanic Radio Overview • Re-running existing Hispanic Radio spot • Use radio in markets with heavy Hispanic populations (20% +): • Target Markets: Chicago, Dallas/Ft. Worth, Houston, Miami, Phoenix, San Antonio, San Francisco, San Jose • On-air Jan 1 - 21, 2006

  9. January 2006 Hispanic Radio Overview

  10. Canned & Shelf-Stable POS Materials • Canned Salmon Leaflet Item: 8-016 • Canned Salmon & Chipotle Dip Recipe Card Bilingual Item: 17-059 • Pop-up recipe holder Clips into price/channel strip Item: 8-020

  11. Canned & Shelf-Stable POS Materials • English & Spanish floor graphics • 24” x 24” Square • Item Numbers: English: 17-056 Spanish: 17-057

  12. Canned & Shelf-Stable POS Materials • Can-Do Cookbook Over 40 great recipes! Item: 127-020 • Consumer Ad-Reprint 3 perforated recipe cards 8.5” x 11” Item: 8-041 • Both items work great for in-store demonstrations!

  13. Website Tools • Give your customers the tools they need to learn more about canned salmon in both English and Spanish formats • www.alaskaseafood.org/canned/ • www.alaskaseafood.org/canned/index_spanish.html • Provides recipes, health information and specifics about Alaska

  14. Key Web Addresses & How to Order POS Materials • Visit www.alaskaseafood.org • For Large Quantity Orders Please Call: 800-806-2497 • Email: Karl Johan Uri at: kuri@alaskaseafood.org

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